The issue I ran into, and imagine others have run into, is that there's no reason to continue after you get down to a low amount of money. As a player my impulse isn't to lose, it's to start over before I get to the loss.
So I didn't actually experience the mechanic you're trying to hide until I read someone saying it was a rogue lite.
I understand wanting to surprise the player but I think you're more likely to frustrate people if you don't just state in the description that it's a rogue lite.